Entrepreneurs, vendors, and affiliates spend a lot trying to turn their products and services into profit through ads, campaigns, and various marketing tools. Still, often the results don’t match the effort: money gets wasted, systems don’t work smoothly, and growth slows down. It’s not due to lack of passion or hard work, but because managing everything alone can be overwhelming. What if there was a simpler, smarter way to sell, promote, and grow without wasting money on ads, dealing with tech stress, or chasing commissions?
Laura Casselman, Co-Owner & CEO of JVZoo, has turned this vision into reality by focusing on simplifying complexity and building systems that help entrepreneurs, vendors, and affiliates grow efficiently. Under her leadership, JVZoo has become a trusted global platform, powering billions in sales, connecting millions of affiliates, and supporting businesses worldwide. Beyond managing operations, she drives strategy, fosters trust, and champions innovation, enabling users to achieve real success.
Her guidance has inspired remarkable success stories and earned recognition for growth, culture, and innovation. With her blend of creativity, discipline, and genuine care, Laura Casselman continues to shape JVZoo into a platform where technology and human connection fuel growth, and the most exciting chapter of her journey is still ahead.
From Stage to Startup
Laura Casselman’s career didn’t start in business or technology. It began on stage as a professional dancer with the Radio City Rockettes. The lessons she learned there, like discipline, precision, consistency, and performing under pressure, became the foundation of her leadership. Moving into the corporate world, she found a passion for problem-solving and building systems that help others succeed.
She joined JVZoo in 2014 during a crucial growth phase, when the company needed structure, leadership, and a clear path to scale. Within a year and a half, she became CEO and later one of the company’s owners. Laura Casselman was drawn to JVZoo not just for its business potential but for its real impact, which was empowering entrepreneurs around the world to create opportunities for themselves and their families. Her vision has always been to lead a company where technology opens doors, guiding every decision she makes.
The Smartest Way to Sell and Promote Online
JVZoo was created to make selling and promoting digital products simple while providing the tools needed to truly support business growth. At a time when other platforms lacked the features users requested and often did not support digital goods, vendors and affiliates frequently faced payment delays and technical challenges. JVZoo stepped in to address these issues, building a platform entrepreneurs could rely on. While solutions were not implemented overnight, the company has consistently focused on making a measurable difference for its users by listening closely, understanding business models, and anticipating future needs.
Today, JVZoo leads the industry with features like customizable invoicing, built-in phone room support that credits payments to appointment setters, closers, and affiliates, and accurate RevShare and CPA models. Its JVZooPay system ensures timely payouts, while KYC and processing solutions provide added security and efficiency. Withover 1.2 million active affiliates, JVZoo has grown into one of the largest and most trusted platforms of its kind, maintaining its original vision of accessible entrepreneurship while fostering a reliable and thriving ecosystem for digital businesses.
Early Struggles to Million-Dollar Milestones
Early in her tenure as CEO, Laura Casselman faced significant challenges as JVZoo’s rapid growth exposed weaknesses in the company’s foundation. Strengthening systems, organizing operations, and making tough decisions became essential, teaching her that protecting long-term success sometimes means saying no to short-term wins. She also realized how quickly negative reviews could spread compared to positive ones, highlighting the importance of sharing real user success stories.
These experiences shaped her understanding of true leadership: confronting challenges head-on, supporting the team, building lasting systems, and celebrating users’ achievements. Because when JVZoo users thrive, the entire platform thrives.
Winning Formula
JVZoo stands out through its combination of scale, innovation, and people, hosting over 1.2 million affiliates, hundreds of thousands of products, and a growing vendor network, creating vast opportunities for sellers and affiliates alike. Beyond numbers, the platform provides tools and features like integrations, CPA and RevShare models, automated invoicing, secure payouts, and high-ticket phone room crediting that help users build sustainable, profitable businesses at any scale.
What truly sets JVZoo apart is its people: every team member, from support to leadership, is committed to users’ success, offering direct access to owners and fostering meaningful connections through community meetups. Ultimately, JVZoo’s technology enables growth, but its culture of care ensures users thrive.
Success Stories
A recent JVZoo success story shows how the platform helps businesses grow: a vendor started with a $12.97 digital product and, in just nine months, turned it into a $6.8 million business, with nearly $3 million paid directly to affiliates. Affiliates earned across low-ticket sales, webinars, and even high-ticket phone offers, creating a self-sustaining, profitable system. Smaller stories are just as inspiring: new affiliates can grow from $600 in their first year to over $423,000 annually, achieving financial freedom.
These examples highlight JVZoo’s power: it’s not just about one product, but an entire ecosystem where vendors and affiliates thrive, reach milestones from their first $10 sale to multi-million revenues, and transform lives showing that the most exciting stories are still ahead.
Awards and Achievements
JVZoo has earned multiple recognitions on the Inc. 5000 list of Fastest Growing Companies in America, showing consistent growth. The company has also been awarded for its focus on diversity and culture, including Employer’s Diversity Achievement of the Year and Best Employers with Best Benefits and Perks by the Pillar World Awards. These honors reflect not just results, but the strong culture within JVZoo.
Team achievements are also notable:
- Jessica Strickland, VP of Operations, won a Silver Stevie Award for Support Staffer of the Year;
- Richard Waterbury from compliance earned the Bronze Award; and
- Co-owner Chad Casselman was named Executive of the Year by the IT World Awards.
These awards highlight the team’s dedication and care, showing that JVZoo’s commitment to its people and users is real. While awards recognize achievements, the true impact is seen in how the community feels supported and celebrated every day.
Shaping the Next Era of E-Commerce
Laura Casselman sees the future of affiliate marketing and e-commerce shifting toward long-term partnerships rather than short-term promotions, with affiliates being rewarded throughout the entire customer journey; she notes that vendors who include affiliates at every stage scale faster and maintain engagement. She highlights that consumers now expect seamless checkouts, instant delivery of digital products, transparent invoicing, and secure transactions, and JVZoo meets these expectations by ensuring timely affiliate payments, smooth global operations for vendors, and trust for buyers.
She also emphasizes the growing role of AI across the funnel for predictive targeting, fraud prevention, and personalized content while stressing that true success comes from using technology to build trust, protect users, and create scalable systems. According to her, the future will favor platforms that combine technology, transparency, and human connection, positioning JVZoo to lead the next wave of growth.
Smart Collaborations, Bigger Impact
JVZoo has formed strategic partnerships to enhance its platform and provide greater value to users. One notable collaboration is with Whop, whose technology enables orchestration across multiple payment service providers, helping vendors reduce declines and improve approval rates, which can increase revenue by five to ten percent on average. Together, they are also expanding payment options, including Buy Now, Pay Later and other financing solutions, giving vendors more completed transactions, affiliates more commissions, and buyers greater flexibility and confidence.
JVZoo has also partnered with SealTrue, a verification and trust badge company that ensures digital products meet compliance and quality standards before being sold. This protects buyers from misinformation, affiliates from promoting unverified products, and gives vendors a credible seal that sets them apart in the marketplace.
These partnerships reflect JVZoo’s core values, focusing on long-term success rather than short-term gains. Beyond these collaborations, the company continues to explore new integrations to stay ahead in affiliate marketing and e-commerce, always aligning with partners who share its commitment to innovation, transparency, and trust.
Creating Opportunities Across 150+ Countries
JVZoo has become a trusted global platform that helps entrepreneurs grow and scale their businesses with confidence. By connecting vendors and affiliates across the world, it continues to create real opportunities for success and financial freedom.
Here’s a look at JVZoo’s global impact:
- $4B+ in total sales generated worldwide
- 1.2M+ active affiliates connected with vendors
- 150+ countries served and growing
- Hundreds of millions paid out to affiliates through JVZooPay, one of the fastest and most reliable payout systems in the industry
- Vendor milestones proudly showcased on the homepage from $1M to $15M+ in revenue
These numbers reflect more than just growth. They tell the story of a platform built on trust, innovation, and the success of its global community.
Commitment to Transparency
At JVZoo, trust is the foundation of everything. With billions in transactions and over a million affiliates worldwide, the company protects users through strict verification, vendor vetting, fraud prevention, secure payments, and reliable infrastructure. Transparency and fairness guide every process, from clear fees to accurate affiliate tracking and fair commission crediting.
Guided by values of trust, flexibility, creativity, ownership, and genuine care, JVZoo empowers employees to take ownership, balance work and personal life, and innovate quickly. Genuine care unites the team and is reflected in every interaction with users, celebrating internal achievements and entrepreneurs’ milestones. Compliance, security, and culture aren’t just policies. They are ongoing commitments to create a safe, reliable, and empowering ecosystem where entrepreneurs, vendors, and affiliates can grow with confidence.
Success Comes From Small, Consistent Steps
Laura Casselman advises the next generation to remember that success comes from small, consistent steps. She emphasizes that this approach holds true across industries and times. While artificial intelligence is accelerating progress, turning months of work into days and making once-distant opportunities more accessible, she stresses that fundamentals remain essential.
The leaders who will thrive are those who keep showing up, step by step, guided by their values. Integrity, trust, and care for people will never go out of style. Technology should enhance human connection, not replace it. According to her, the future belongs to those who use AI to scale efficiently while understanding that true growth is built the same way it always has been: through consistency, focus on people, and a commitment to building not just systems, but lives.
Media Recognition
Both JVZoo and Laura Casselman have gained significant recognition in the media, highlighting their impact and leadership:
- JVZoo Achievements: Featured multiple times on the Inc. 5000 list of Fastest Growing Companies in America, attracting attention from business and tech media.
- Laura Casselman’s Recognition: Interviewed and quoted in publications such as Forbes and Entrepreneur.
- Book Success: Trust Your Increments became a Wall Street Journal Best Seller and won two Gold BookFest Awards, along with recognition from the International Book Awards.
- TEDx Talk: Delivered “How to Defeat the Fear of Failure Like a 3-Year-Old,” which has surpassed 173,000 views and ranks among the top TEDx talks for engagement.
These milestones, combined with ongoing coverage of JVZoo’s growth and user success stories, provide strong validation of the company’s influence and Laura’s leadership journey.
1. One tool or app you would recommend to professionals in your industry: Slack for team communication and ClickUp for organizing marketing campaigns.
2. One quote that motivates you the most: “Discipline and consistency aren’t sexy, but the wins they create turn heads.”
3. One piece of advice you would offer to upcoming entrepreneurs or future business leaders: AI may change the pace, but integrity, consistency, and people will always set the direction.
4. One movie or book you recommend everyone in business or leadership should experience: Moneyball. It proves that discipline, strategy, and consistency can outperform flashier competitors, which is exactly how sustainable businesses win.
Laura Casselman’s 5 Powerful Business Lessons
- Simplify Complexity: Build systems that make growth and operations efficient for everyone.
- Prioritize Trust: Transparency, integrity, and fairness create lasting relationships with users and partners.
- Celebrate Small Wins: Consistent, step-by-step progress leads to long-term success.
- Empower People: Invest in your team, value ownership, and foster creativity and flexibility.
- Leverage Technology Wisely: Use tools and AI to scale efficiently, but never replace human connection.
